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Mid-Day introduces vending machines to engage YUMPIs across India

14-June-2008
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Mid-Day introduces vending machines to engage YUMPIs across India

Mid-Day has introduced an all new distribution system to be more easily accessible to its target audience of Young Urban Mobile Professionals across India (YUMPI) with the setting up vending machines in corporate offices and buildings across Mumbai, Delhi and Bangalore.

The distribution system will include a combination of exclusive Mid-Day vending machines and those that are owned by Grabit, which will have a shelf for Mid-Day, besides dispensing snacks, etc.

Machines have already been placed at offices such as 3G, i-Flex, Infosys, IL&FS, Network18, GE Capital Services, Ericsson India, Reuters, Deutsche Bank and in corporate complexes such as Peninsula Corporate Park.

Mid-Day hopes to strengthen reader loyalty by adding a distribution channel that reaches directly inside the audience’s offices.

Abhijit Pradhan, Director-Sales and Marketing, Mid-Day Multimedia, said, “Mid-Day’s effort is to fully engage the YUMPI through content and brand experience, through below-the-line activations, constant innovations and ideas. We are looking to create value for readers and advertisers through content, experience and delivery.”

To encourage audience engagement and create value for advertisers in the process, Mid-Day has introduced audience-relevant sections in the afternooner, such as What’s On, Fun@Work and Life@Work that provide the reader with a glimpse of how YUMPIs can make a day at work enjoyable.

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